Positive Sizes

Model Emme Breaks Ground In Defining What Beauty Is

September 29, 1999|By New York Times News Service.

NEW YORK — "A model with a womanly body -- that made me a first," says Emme in a 15-second television spot for Revlon's ColorStay makeup that shows closeups and full-length poses of the plus-size model.

She notes in the ad that the introduction of the compact version of the brand's long-wearing foundation is another first.

It's been seven months since Revlon broke ground as the first major cosmetics firm to feature a large-size model in its ads, taking diversity in cosmetics advertising to a new level.

Emme's spots launched in February and gained widespread attention during the Academy Awards broadcast in March.

"If we constantly put one image of beauty out there, we don't do anyone any service," said Emme, the host of the E! Channel's "Fashion Emergency" and author of "True Beauty," a guide to positive self-image, during a recent interview at Revlon's headquarters here. "We should celebrate the differences in ourselves."

"Emme has broken a lot of amazing ground since getting this contract," said Gary Dakin, an agent for the 12 Plus division at Ford Models, where Emme was once represented.

Most of the work for plus-size models is still in fashion, he noted, not cosmetics. "I think everybody is waiting to see what Revlon does and what response they get."

But the new Isabella Rossellini's Manifesto line, which launched in limited distribution in September, features a range of models in its ads, including large-size model Kate Dillon.

And Cover Girl -- rumored to have eyed Emme before she was snatched by Revlon -- may be on the lookout for new talent.

"We continue to use models in our Cover Girl campaigns that represent the multi-dimensionality of all women. This includes diverse personalities, ethnicities and life stages -- and may at some point include full-figured women as well," said Anne Martin, global designer and North American marketing director for Cover Girl.

Emme, who states her size as straddling 14/16, is quick to point out that the majority of American women -- more than 60 percent -- are a size 12 and up.

"When you don't see diversity and only one type of image, it makes consumers say to themselves, `There is something wrong with me,' " said Emme, who reveals some of her own struggles with body image in her best-selling book. "You draw in more women with acceptance than exclusion."

A personal goal of hers is to "break the notion that there is one singular image of beauty," said Emme, who speaks to school groups about body image, self-esteem and dieting. "Revlon has taken a giant step in breaking that mold."

Tanya Mandor, executive vice president of Revlon's brand equity development group, said the company did not intend to start a trend when it signed Emme.

"It was about Revlon going out and making sure women can see themselves on a page. We are about making women feel like women and making them feel good."

According to Mandor, Emme has been entrusted, along with Cindy Crawford, to represent one of the company's hottest properties -- ColorStay foundation, a top seller in the category.

At Revlon, the ads are written to highlight the product, then an appropriate spokeswoman is assigned, noted Mandor.

While next year's plans are still being made, it is likely Emme will remain on ColorStay, she added.

After graduating from Syracuse University, Emme, now 35, had a brief stint as a TV reporter. Almost on a whim, she presented herself to a New York modeling agency for possible plus-size fashion assignments and was quickly embraced.

As evidenced by her TV show, Revlon contract and book deal, her career quickly branched out beyond fashion modeling and she is now represented by the William Morris Agency.

Emme recently signed a TV deal with ABC that could include her own show and appearances on sitcoms or talk shows, said her agent, Brian Dubin, senior vice president and head of the commercial department at William Morris. He also is submitting her name for a movie role that he thinks is ideal for her.